About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Tuesday, May 14, 2013

Experiential Generation : Youth in India (a sneak peek from my forthcoming book)

Ever worried why youth are shuffling between brands so frequently and the obvious cry that this generation is “not loyal”? Tiered of their low attention span?...  the critiques jumping in conclusion that youth are not ‘serious’ cause they ends up any potential revolution with ‘nothing’ and suddenly shifts their attention to ‘something else’ (ie. The sudden hibernation of anti -corruption movement, anti -rape protests etc.)…  confused, why they shifts their jobs so often?

Here’s one reason that might answer few concerns. This generation of Millennial (born after 1980) are basically an Experiential generation who seeks ‘experiences’ from anything and everything. Maslow’s higherarchy of need no more remains valid! The need shifts to having the ‘feel’ of it, rather than ‘be loyal to it / doing it in long term’. The experience of ‘being right there’ and ‘having it at the right moment’ matters most. The phases of experience are depicted below.  

The overflow of opportunities to gain experience/ information/ intimation/ clues etc. (which can be as simple as ‘sharing a cup of coffee with a date’, ‘shaking hand with xxx’, ‘gathering likes in facebook’, wearing a brand till the peers utter ‘ah that’s so zombie’ or just a new app to download) makes it easy to select the best and then ‘experience it’  ( to have a voyeuristic overview while others are using / doing it, doing it oneself...experience it, actually and then have a post experiencial hangover to talk/criticize/ relish)  to shuffle again for the newest one… this cycle of experiences not only implies to product usability but also in their lifestyle, relationship, AIOs and peer clusters.

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